MSRP (also known as the sticker price) stands for the Manufacturer Suggested Retail Price. This is the
manufacturer's recommended price for the vehicle including optional equipment.

The Invoice Price of a vehicle is the amount that a dealer pays to the manufacturer for the vehicle. The dealer's profit is the difference between MSRP and Invoice plus any manufacturer-to-dealer incentives.

People researching a 2010 Dodge Ram Pickup 2500 contacted a dealer about